Search After the Search Box: Google Now

Chennapragada spelled out the three-pronged direction [for Google Now on Tap] — what she called the “bets” her team is taking. The first bet was embedding Now with Google’s full “Knowledge Graph” — the billions-thick Web of people, places and things and their many interconnections.

The second is context. Now groks both the user’s location and the myriad of signals from others in the same spot. If you enter a mall, Now will tailor cards to what people in that mall typically ask for. “Both your feet are at the mall. You shouldn’t have to spell it out,” Chennapragada said. “Why should I futz with the phone and wade through 15 screens?”

And this is where the third benchmark for Now comes in: Tying that context to the apps on your phone, or ones you have yet to download. In two years, Google has indexed some 50 billion links within apps. In April, it began listing install links to apps deemed relevant in search. Indexed apps will be included in Now on Tap when it arrives in the latest Android version this fall.